Welcome back to Care to CEO, the go-to podcast for people dreaming of building real businesses in the care industry. In today’s episode, Crystal Smith takes us on the journey from securing a license to landing that all-important first paying client. Crystal shares the unfiltered story behind her entrepreneurial beginnings: the mistakes, the setbacks, the hustle, and the invaluable lessons she learned along the way.
She digs into why trust, reputation, and word-of-mouth matter far more than flashy ads when you’re just starting out, and offers real-world strategies for getting your name out there, even if you’re feeling intimidated or uncertain. Whether you’re frozen by fear, stuck after becoming licensed, or needing a nudge to get moving, this episode is packed with practical advice and encouragement that proves you don’t have to be perfect; just present, prepared, and persistent.
So if you’re ready to turn your care business dreams into dollars, tune in and let Crystal show you how she did it and how you can too.
Timestamps:
00:00 Starting a Residential Care Business
06:34 Relationships Drive Client Acquisition
09:38 Trust as Marketability
13:13 Embrace Learning and Consistency
16:14 "Emphasize In-Person Networking"
20:34 Networking with Ohio's County MRDD Boards
22:31 "Fully-Furnished Rentals Appeal"
26:58 Overcoming Imposter Syndrome in Politics
31:17 Overcoming Imposter Syndrome
32:26 "Unexpected Business Growth Journey"
37:45 "Sporty Business Attire Evolution"
39:12 "Overcome Fear: Lead with Action"
41:58 "Get Clients: Be Present, Persist"
How to Get Your First Clients in the Care Business: Lessons from Care To CEO
If you’re starting a care business, you’ve probably already discovered that earning your license is just the beginning. The real challenge? Landing your first paying clients. On episode 7 of the Care to CEO podcast, Crystal Smith, a seasoned care entrepreneur and councilwoman, discusses exactly how new agencies can break through and build a sustainable, client-centered business.
Here are the core takeaways and action steps from the episode for anyone eager to open their doors and make a meaningful impact:
1. Forget the Glamour: Persistence Is Key
Crystal shares that the journey to securing her first client was far from glamorous: “There was no plan for sure. I just hurried up and did what I needed to do to get open in all honesty.” While gaining access to state portals helped, she faced silence and rejection for weeks. The breakthrough didn’t come from luck, but from relentless follow-up and refusing to wait for clients to find her. Persistence, even through discouragement, made all the difference.
2. Referrals Come From Relationships, Not Just Ads
One myth Crystal debunks is that paid social ads are your golden ticket to getting clients. Instead, she describes how most early clients arrive via trust-based relationships, not through flashy flyers or marketing spends. Successful care business owners build their referral funnel through:
County board caseworkers
Hospital discharge planners
Foster care agencies
Social workers
Even peers in the same industry
As Crystal says, “Relationships build revenue, period.”
3. Trust Is the Real Currency
In the care industry, trust isn’t just a buzzword; it’s the foundation of your reputation and sales funnel. Families make decisions based on personal experience and word of mouth, not just credentials. Crystal’s own 10-year background in childcare, with no incident reports, helped prospective clients feel comfortable inviting her into their lives. Her advice for new care entrepreneurs: “Do what you say you’re going to do, follow through, and be honest about what you can handle.”
4. Action Overcomes Fear and Imposter Syndrome
Everyone starting a care agency faces fear, fear of rejection, uncertainty, and not being prepared. Crystal admits she struggled with imposter syndrome, even as her client list grew. Her solution? Take action, even before feeling 100% ready. “Fear is definitely loud, but make your actions louder,” she advises. If you can speak from the heart about your mission and show up consistently, confidence will follow.
5. Go Beyond Email: Show Up in Person
Crystal recommends going beyond unseen emails. Print your capability statement and visit local agencies, county boards, or hospitals in person. “Let people see your face and feel your energy,” she says. Physical visibility boosts credibility and helps you build those critical human connections central to care referrals.
6. Never Underestimate the Power of Systems and Mentorship
One of Crystal’s big early mistakes was not having scalable systems in place. She encourages entrepreneurs to invest early in onboarding processes and, crucially, to seek mentorship. Having someone who’s “already been there” can shortcut months of trial and error and connect you to valuable resources.
Quick Win for New Care Agency Owners
If you’ve just received your license, Crystal’s top tip is to physically reach out with your info, attend provider meetings, and join relevant coalitions. And, don’t neglect your website, many families start their search for care providers on Google, so having a basic, information-rich site with SEO can drive organic leads your way.
Care to CEO - Podcast Show Website - https://caretoceo.com/
Crystal Smith - https://www.crystalsmithandco.com/
TopHealth - https://tophealth.care/